Aperitif applied a craft-led paid search strategy to help a globally recognised brand grow its Australian eCommerce presence, delivering triple-digit revenue growth and a significant uplift in return on ad spend.
MUJI is a globally recognised lifestyle brand known for its minimalist, functional and sustainable design. MUJI Australia offers a curated range of homewares, apparel, stationery and skincare, helping customers live more simply and intentionally. With a loyal following and expanding digital footprint, MUJI continues to bring everyday calm to Australian homes.
With only a handful of stores across Australia, MUJI needed to grow its eCommerce revenue without losing the integrity of its minimalist brand. The brief was clear: scale online sales by at least 76% year-on-year while maintaining an exceptional ROAS. With a lean media budget, we needed to be both strategic and precise. The goal wasn’t just revenue—it was growth with control, efficiency, and elegance.
We rebuilt MUJI’s paid search program from the ground up, staying true to its global brand guidelines while bringing a local, conversion-led mindset.
Structured Performance Max by product category to allow tailored creative and budget weighting
Refreshed all ad copy and assets using lifestyle imagery and clear, benefit-led messaging
Launched non-brand campaigns across high-intent categories using exact and phrase match
Fed automation with search themes, GA4 signals and CRM data to enhance relevance
Midway through, we shifted to Target ROAS bidding using in-house modelling to set thresholds by category. This allowed us to scale profitably while staying agile across seasonal trends and stock availability.
Performance exceeded expectations across every key metric:
This case study has been successful in securing the following awards and accolades:
When you’re ready to swap big teams for boutique, family-run service, superficial visibility for real value and all fluff for meaningful insights – let’s shake things up.
